Writing an About Page That Draws in Potential Clients

Crafting Strategic Copy To Win Attention

It’s easy to fall into the trap of believing that an About Me page on a website should be about you, the service provider. I mean, aren’t you the “Me” in the title? Yes, but actually… no. Your potential clients need to be the main character on every square pixel of your internet real estate. The About Me page is covertly another sales page where you have an opportunity to drawing potential clients in and begin building relationships with them before the two of you even chat! 

The most effective About Me pages are those that focus on snagging the prospective customers’ attention while also conveying trustworthiness and credibility. Sounds simple, right? Be careful though because there are numerous pitfalls to avoid if you want to ensure your message is heard loud and clear. This blog post will look at how you can create a compelling about me page that helps build relationships with potential customers.

The goal of this page should be to draw in potential customers by focusing on their needs. Strategic copy about how you can help solve their problems should be included in the content. This is what will really make your “About Me” page stand out from others and bring more people to your business.

“But Kathryn! My scopy does have strategy… the strategy is tell them what I do and they’ll want it! Build it and they will come. That whole thing.”

You would think, but no. Sorry, sister. People need a lot more cajoling than that.

Strategic copy is written content that is carefully crafted to achieve specific business objectives. It’s created with a clear understanding of the target audience, the desired outcome, and the available channels for distribution. 

Strategic copywriting is designed to engage the audience, persuade them to take action, and ultimately drive conversions and generate sales.

Your go-to coffee order and your commitment to being a dog mom – while a great fact for people to maybe connect with you and want to be friends – just doesn’t work into that sales conversion equation.

Take Amazon, for example. The about page on the Amazon website is a powerful tool for engaging potential customers.

The page begins with an overview of what makes Amazon unique – its commitment to customer service, its wide range of products, and its industry-leading technology. This section is about understanding Amazon, why it exists, and what sets it apart from competitors. 

That’s right. Not an origin story or a list of hobbies in sight!

Amazon’s About page then goes on to tell potential customers about how Amazon can help them. It talks about the convenience of shopping online, the low prices available, its vast selection of products, and how easy it is to search for juuuuust about anything. This is about focusing on the customer’s needs and offering them solutions to their problems.

I’m not guaranteeing you the success of Jeeeeffrey. Jeffrey Bezos. However, I am saying that you too can have an About Me page that will help draw in potential customers and build relationships with them by focusing on their needs and explaining  why your business is the best choice for them. Sprinkle in a section about trustworthiness and credibility to give potential clients assurance that you’re rock solid and you’ll be DISCO’ing with potential clients left and right!  

I specialize in crafting strategic web copy that – after a significant amount of market and target audience research – your potential clients will want to read. Contact me today to learn how I can help your About Me page convert like butter on a hot piece of toast.